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Trust in the Entertainment Industry:Consumer Behaviour in an Era of Social Entertainment<br />Thursday 20 May 2010<br />
Methodology<br />Trust in Entertainment Industry<br />Fourth annual study<br />This study was conducted by international r...
TV and Internet  the Most Dominant Entertainment Sources in the UK and US <br />UK<br />US<br />All other mentions less th...
In US internet surges but TV most frequent “source of entertainment”<br />Sources of Entertainment – US (ages 18-34)<br />...
Less dramatic increase in the UK<br />Sources of Entertainment – UK (ages 18-34)<br />2010<br />2009<br />Edelman Social E...
UK Consumers will pay for what’s most important to them<br />MOST IMPORTANT<br />LEAST IMPORTANT<br />Edelman Social Enter...
Social Networks emerge as a form of Entertainment <br />UK<br />US<br />Edelman Social Entertainment 2010<br />Q: . Do you...
The value of Social Networking<br />% Who believe each provides “excellent” or “very good” value<br />UK<br />US<br />Edel...
What are consumers willing to sacrifice for free entertainment? <br />Edelman Social Entertainment 2010<br />UK<br />US<br...
Top-of-mind Entertainment Companies<br />US<br />UK<br />Edelman Social Entertainment 2010<br />Q: When you think about th...
Surprising reputational factors matter<br />Important Reputation Factors – UK<br />US<br />65%<br />65%<br />61%<br />61%<...
Trust in the Entertainment Industry: 2008 – 2010 <br />Trust in the entertainment industry rebounded in the US over the pa...
UK Entertainment Spending<br />Edelman Social Entertainment 2010<br />Q. Are you currently spending more money, less money...
US Entertainment Spending<br />Edelman Social Entertainment 2010<br />Q. Are you currently spending more money, less money...
Consumer attitudes towards social networks impact spend<br />SPEND MORE<br />UK<br />Social networking IS entertainment<br...
Consumer attitudes towards trust impacts spend<br />US<br />Trust Entertainment Companies<br />UK<br />Trust Entertainment...
Building trust in era of “social entertainment” requires a mosaic approach <br />Listen with new intelligence<br />Partici...
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Edelman Social Entertainment & Trust in the Entertainment Industry

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This fourth annual study conducted by international research firm, StrategyOne, a subsidiary of Edelman.

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Transcript of "Edelman Social Entertainment & Trust in the Entertainment Industry"

  1. 1. Trust in the Entertainment Industry:Consumer Behaviour in an Era of Social Entertainment<br />Thursday 20 May 2010<br />
  2. 2. Methodology<br />Trust in Entertainment Industry<br />Fourth annual study<br />This study was conducted by international research firm, StrategyOne, a subsidiary of Edelman.<br />Surveys were conducted online from March 8, 2010 through March 10, 2010 using the field services of Authentic Response, Inc. <br />552 respondents in the UK ages 18-54<br />515 respondents in the US ages 18-54<br />Margin of error is +3.3% in total and +4.3% for each country in 95 out of 100 cases<br />Trust Barometer<br />Tenth annual study<br />4,875 people in 22 countries of which 1,800 in Europe<br />Ages 25 to 64<br />College-educated<br />In top 25% of household income per age group in each country<br />Report significant media consumption and engagement in business news and public policy<br />U.S.: 500 Informed Publics (100 ages 25-34 and 400 ages 35-64)<br />Edelman Social Entertainment 2010<br />
  3. 3. TV and Internet the Most Dominant Entertainment Sources in the UK and US <br />UK<br />US<br />All other mentions less than 10%<br />Edelman Social Entertainment 2010<br />Sources of Entertainment<br />Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the UK<br />
  4. 4. In US internet surges but TV most frequent “source of entertainment”<br />Sources of Entertainment – US (ages 18-34)<br />2010<br />2009<br />Up 15%<br />Edelman Social Entertainment 2010<br />Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the UK<br />
  5. 5. Less dramatic increase in the UK<br />Sources of Entertainment – UK (ages 18-34)<br />2010<br />2009<br />Edelman Social Entertainment 2010<br />NA<br />NA<br />NA<br />Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the UK<br />
  6. 6. UK Consumers will pay for what’s most important to them<br />MOST IMPORTANT<br />LEAST IMPORTANT<br />Edelman Social Entertainment 2010<br />Important<br />Willing to pay for<br />Q: How important are each of the following things to you, personally, when you are considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too important or not important at all? (Top 2 Box) Respondents ages 18-54 in the UK<br />Q: Thinking about these same items, would you be willing to pay a little, a lot or nothing at all for each one to access your entertainment? (Top 2 Box) Respondents ages 18-54 in the UK<br />
  7. 7. Social Networks emerge as a form of Entertainment <br />UK<br />US<br />Edelman Social Entertainment 2010<br />Q: . Do you consider social networking sites to be a form of entertainment? Respondents ages 18-54 in the US and UK<br />
  8. 8. The value of Social Networking<br />% Who believe each provides “excellent” or “very good” value<br />UK<br />US<br />Edelman Social Entertainment 2010<br />Q: Thinking about the entertainment provided by each of the following entities, do you think in general they provide excellent, very good, good, fair or poor value in entertainment? (Top 2 Box, Excellent/Very Good Value) Respondents ages 18-54 in the US<br />
  9. 9. What are consumers willing to sacrifice for free entertainment? <br />Edelman Social Entertainment 2010<br />UK<br />US<br />Q: Which of the following would you be willing to sacrifice in order to get your entertainment for free? Please select all that apply. Respondents ages 18-54 in the US and UK<br />
  10. 10. Top-of-mind Entertainment Companies<br />US<br />UK<br />Edelman Social Entertainment 2010<br />Q: When you think about the entertainment sector, which companies come to mind? Please mention any companies that you can think of. Respondents ages 18-54 in the US and the UK<br />
  11. 11. Surprising reputational factors matter<br />Important Reputation Factors – UK<br />US<br />65%<br />65%<br />61%<br />61%<br />62%<br />54%<br />48%<br />51%<br />55%<br />49%<br />44%<br />44%<br />Edelman Social Entertainment 2010<br />Q: How important are each of the following factors to the overall reputation of a company in the entertainment industry? Please use a scale of 1 to 9 where 1 means it is not important at all and 9 means it is extremely important. (Top 2 Box) Respondents ages 18-54 in the UK<br />
  12. 12. Trust in the Entertainment Industry: 2008 – 2010 <br />Trust in the entertainment industry rebounded in the US over the past year<br />Edelman Social Entertainment 2010<br />Q: To what extent do you trust businesses in the entertainment industry to do what is right? Top 2 Box: Total trust; Respondents ages 18-34 in the US and UK<br />*Source: 2010 Edelman Trust Barometer. Please tell me how much you TRUST businesses in each of the following industries to do what is right using a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL”. Top 4 Box: Total trust; Informed publics ages 25-34 in the US and UK<br />
  13. 13. UK Entertainment Spending<br />Edelman Social Entertainment 2010<br />Q. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-34 in the UK<br />(2009 wording: Are you currently spending more money, less money, or about the same amount on entertainment as you did a year ago?)<br />
  14. 14. US Entertainment Spending<br />Edelman Social Entertainment 2010<br />Q. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-34 in the US<br />(2009 wording: Are you currently spending more money, less money, or about the same amount on entertainment as you did a year ago?)<br />
  15. 15. Consumer attitudes towards social networks impact spend<br />SPEND MORE<br />UK<br />Social networking IS entertainment<br />US<br />Social networking IS entertainment<br />Edelman Social Entertainment 2010<br />2010. Avg Spend<br />Trusters £26<br />Distrusters £24<br />2010. Avg Spend<br />Trusters $49<br />Distrusters $43<br />Spend more<br />Spend less<br />SPEND LESS<br />Q: . Do you consider social networking sites to be a form of entertainment? Respondents ages 18-54 in the US and UK<br />Q. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-34 in the US and UK<br />
  16. 16. Consumer attitudes towards trust impacts spend<br />US<br />Trust Entertainment Companies<br />UK<br />Trust Entertainment Companies<br />SPEND MORE<br />Edelman Social Entertainment 2010<br />2010. Avg Spend<br />Trusters £28<br />Distrusters £22<br />2010. Avg Spend<br />Trusters $47<br />Distrusters $43<br />Spend more<br />Spend less<br />SPEND LESS<br />Q: To what extent do you trust businesses in the entertainment industry to do what is right? Top 2 Box: Total trust; Respondents ages 18-34 in the US and UK<br />*Source: 2010 Edelman Trust Barometer. Please tell me how much you TRUST businesses in each of the following industries to do what is right using a 9-point scale where one means that you “DO NOT TRUST THEM AT ALL” and nine means that you “TRUST THEM A GREAT DEAL”. Top 4 Box: Total trust; Informed publics ages 25-34 in the US and UK<br />Q. Are you currently spending more money, less money, or about the same amount on purchasing entertainment as you did a year ago? Respondents ages 18-34 in the US and UK<br />
  17. 17. Building trust in era of “social entertainment” requires a mosaic approach <br />Listen with new intelligence<br />Participate in conversation<br />Create and co-create content<br />Socialize media <br />Champion open advocacy<br />Build active partnerships<br />Embrace complexity<br />Edelman Social Entertainment 2010<br />
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